Re-Energizing Your Fan Base

There are few team management and ticketing issues more difficult than re-engaging the dispassionate fan base of a team that has fallen on hard times competitively. During a session called “Re-Energizing Your Fan Base,” which closed out the 2013 Ticketing Symposium, executives for several rebuilding clubs said there are no quick fixes to rebuild once-strong fan followings and sales.

"Energy doesn't come from advertising, billboards or digital media," said Paul Beirne, Toronto FC senior director of business operations. “It comes from people. We've tried to strip away from the marketing and advertising and get to what gave us that energy in the first place. You're not going to market your way out of this problem. It's about connecting and building relationships with fans on a one-to-one basis."

Among the grassroots tools that the panelists said could be effective at restoring fan affinity were active, genuine social media accounts by senior team executives and owners, intimate fan meet-and-greets, flexible ticket payment structures, and, perhaps most critically, an overarching organizational attitude of transparency and honesty.

"We don't take anything for granted," said Mike Bucek, Kansas City Royals vice president of marketing and business development. "There's no fast recipe. It's about preaching patience with your fan base and making an extensive investment in your fan experience."